Allo Beirut CEO Charbel Mhanna on Bringing The Brand "Home" To Lebanon

How do you introduce a brand to the culture that shaped it? 

For Charbel Mhanna, CEO of the UAE-born Lebanese casual dining brand Allo Beirut, which is set to open its first location in Beirut, the journey has been about more than opening another location.  

As Mhanna puts it, it’s been more about returning to the place that shaped its identity—a journey that has demanded patience, sensitivity, and the ability to navigate complex emotional and operational realities. 

Launched by the Black Spoon Group in the UAE in 2018, Allo Beirut delivers nostalgic tastes of the Levantine city in its name in a relaxed and vibrant atmosphere. Today, it boasts of a presence across the region, with ten locations in the UAE, two in Saudi Arabia, one in Bahrain—and soon in Lebanon. 

“Allo Beirut was born out of a desire to celebrate the Lebanon we all carry with us; through food, energy, and everyday experiences,” Mhanna tells Inc. Arabia. “It was created to honor Beirut’s streets, flavors, and soul, first and foremost for those living in Lebanon who continue to keep its culinary heritage alive in their daily lives. It also quickly resonated with expat communities across the region—people who may not have grown up with Lebanese food, but connected with the brand’s warmth, flavor, and sense of familiarity.” 

With the aim to open in Hamra, Beirut’s historic cultural and nightlife hub, the brand’s new location shall feature its signature favorites alongside several new dishes crafted specifically for the local audience. And since Lebanese diners are already well-acquainted with the cuisine, the goal is to maintain authenticity while incorporating thoughtful, subtle twists that keep the experience both familiar and fresh.  

An Allo Beirut outlet. Image courtesy Allo Beirut. 

“Allo Beirut is known for preserving the authenticity of Lebanese dishes—from hummus and balila to the most complex, time-honored recipes,” Mhanna says. “That commitment never changes, no matter the location. But with every new opening, we also look for moments where creativity can shine, always from within the DNA of Lebanese flavors and produce. For Hamra, that meant introducing a few carefully considered specials that reflect the spirit of the city while staying true to our roots. It’s not about changing who we are, it’s about expressing our identity in a way that feels connected to the place and its people.” 

However, Mhanna was also aware that bringing the brand to the country that inspired it meant addressing how people might perceive a Beirut-inspired brand that was born abroad. “Of course, it’s a valid concern,” he says. “We knew people would ask: ‘How can something inspired by Beirut be created outside of Beirut?’ But that’s exactly the story—Allo Beirut was always about Beirut. Every decision, every design, every dish was made in honor of the city. We’ve never pretended to reinvent the cuisine. We’ve simply tried to preserve it, share it, and make it accessible—especially to those abroad.”  

According to Mhanna, bringing the UAE-born brand to Lebanon was always part of the plan—just not something to be rushed. “Bringing Allo Beirut to Lebanon was never just a matter of if—it was about when,” he says. “Now, with a stronger foundation, regional recognition, and a deepened understanding of our own identity, we knew we were ready to come full circle—not as a foreign concept, but as a brand returning to its roots.” 

Despite (or perhaps because of) its success abroad, for Mhanna, bringing Allo Beirut to Lebanon also meant facing a different set of challenges—ones that chafe personally as well as operationally. “The assumption is that ‘you know the market, it’s your culture, it should be seamless,’” he explains. “But the truth is, your home market demands more from you. There’s more scrutiny, more pressure, and more emotional stakes. You can’t hide behind branding or buzz—people expect substance, sincerity, and consistency. Success abroad doesn’t automatically translate at home. You have to earn your place all over again, often with even higher expectations.” 

A sampling of Allo Beirut's offerings. 

And overcoming these challenges went hand in hand with navigating Lebanon’s unique operational realities. “Lebanon has its own pace and its own set of realities—economic, regulatory, and logistical,” Mhanna explains. “From navigating import restrictions to setting up supply chains, we had to approach everything with flexibility and patience. One of the biggest challenges was maintaining our standards while adapting to local conditions. That meant identifying reliable local partners, training staff from the ground up, and ensuring that the Allo Beirut experience wasn’t diluted—even when things got difficult.”  

To navigate these challenges, Black Spoon Group entered into a franchise partnership with the Lebanon-based retailer Fashmore Holding—a collaboration that Mhanna credits with bringing deep local insight to the new operation. “From the very beginning, they understood that this wasn’t just a franchise opportunity—it was a return,” he says. “A full-circle moment that carried emotional weight, cultural nuance, and high expectations. They recognized that Allo Beirut wasn’t just another F&B concept—it was a story rooted in Beirut’s spirit. Their commitment to that story, and to delivering it authentically on the ground, made them the right partner.” 

For business operators looking to learn from Allo Beirut’s journey of bringing a brand back to its cultural roots, Mhanna shared a couple of pointers, starting with the importance of mindset. “Don’t assume you know the market just because it’s home,” he says. “It’s changed. People’s needs have evolved. Start fresh." He also noted the importance of choosing the right allies on the ground, saying, “You need someone who shares your values and understands the cultural nuances."  

Mhanna also points to the delicate balance founders must strike between honoring nostalgia and facing changing market expectations. “What works abroad might not land the same way at home,” he says. “Be open to adapting, without losing the soul of your brand." It’s a process that demands balance, Mhanna adds. “Returning home is emotional,” he says. “Let that fuel your process, but balance it with discipline. Your story is powerful, but it has to be backed by execution." 

Pictured in the lead image is Charbel Mhanna, CEO of Allo Beirut. All images courtesy Allo Beirut.